Word: carred
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...definition, a super-sports car combines a powerful engine with superb performance, agile handling and drop-dead looks to such an ultrabuffed level that it turns heads, inspires envy and justifies a stratospheric price. In this case $112,500. And clearly, the R8 seals the deal. Notes Jay Nagley, managing director of car consultancy Spyder Automotive: "Italian styling with German quality and engineering. What's not to like? It's a great brand builder...
...that's the point. As the R8 races into its second year, Audi's still building just 4,500. In 2009, it hopes to release between 800 and 1,000 of them in the U.S. And they'll go quickly. Audi says those few cars, coupled with a deft marketing campaign, will raise the company's profile in the competitive U.S. premium-car segment, where it hopes to double sales of all models by 2015 to around 200,000. "I would almost describe every one of those R8s as a mobile billboard for the Audi brand," says Johan de Nysschen...
While the R8 is the designated head turner, Audi's momentum is being led by its lesser beasts, such as the $32,700 A4 and the $42,950 A6. Like its German counterparts, Audi benefits from an accurate perception that its cars are expertly engineered and well made. But in recent years, Audi's been winning the style wars, turning out models, like the TT sports car, with eye-catching designs that are hugely influential and popular with buyers...
Designing a car to be priced higher than its German rivals was an exercise in brand positioning, says De Nysschen. "We think we found a sweet spot in the market." Bentley--which, like Audi, is part of the Volkswagen Group--successfully exploited a similar luxury-market niche when it positioned itself between supercostly Rolls-Royce and the sedans and coupes of BMW and Mercedes...
...that there is no such thing as a dumb question." When asked if he would keep the straight talk coming, McCain replied, "You think I could survive if I didn't? We'd never be forgiven ... I'd have to hire a food taster, somebody to start my car in the morning." Even after he won the GOP nomination, he demanded that his new campaign plane be configured to include a sofa up front so he could re-create the Straight Talk Express...